ERIC CHOONG
An interview with a seasoned Malaysian fashion designer about his journey and craft written by Laurabelle Ng
E
ric Choong, iconic Malaysian fashion designer and college professor, is known for his integration of traditional ethnic elements into his designs helping others recognise the beauty of his Southeast Asian roots. In 2018, he not only celebrated 30 years of designing and crafting in the fashion industry but was also acknowledged by the Malaysian Global Chamber of Commerce for his contributions. His journey into the fashion industry started when he was very young; creating sketches and designs before even starting his secondary education. His passion for the art and support of his mother allowed him to pursue his love for fashion. After completing his studies in the Hong Kong Institute of Fashion Design in 1986, he further polished his craft before opening his label ‘Eric Choong’ in 1988. His debut into the Malaysian fashion scene was very well received, leading him to be nominated by the Malaysian Tourism Board as one of the country’s top 10 fashion designers for three years in a row. Eric’s success did not stop there, he was not only continuously invited to participate and represent Malaysia in various fashion shows across Asia, but also requested in collaborations with famous luxury brands and media titles. In the 2000s, Eric was commissioned by the founder of ‘PENYAYANG’, a charitable foundation launched to aid the less
fortunate, to help raise funds and awareness about Malaysian batik and culture. Batik is a wax-resist dyeing technique which traditionally features floral motifs and bright colours. By studying its details and craftmanship, he was able to successfully introduce this centuriesold art into the modern world and nominated one of Malaysia’s top batik designers by the publishers of the book ‘Batik Inspirations’. I was fortunate to guarantee an interview with Eric to not only ask
about his journey as a designer, but his relationship with the alluring fabric called batik. Hi Eric, thank you for granting me this interview and discussing your work. What inspired you to become the designer you are today? My mother. She was a hair and make-up artist and has been my muse, cheerleader and mentor since I was born. She would always have multiple imported magazines from Hong Kong and Japan laying around the house which I would flip through and eventually gain my fascination for clothes and design. 80
How did your brand start out, and what was the turning point which made you interested in batik? That’s an old story. I started my brand more than 30 years ago, when I was 24 years old. After graduating and returning to Malaysia, I started off as a wedding gown designer and branched out into haute couture bridalwear, followed by cocktail and corporate designs. In order to help my clients achieve their dream wedding, I expanded my label to include ‘Eric Choong Flowers’, a floral design service. About 15 years ago, I was asked by the late Tun Endon Mahmood, wife of Malaysia’s former Prime Minister, loyal client and batik enthusiast, to include batik in garment designs such as baju kurung (traditional Malay costume) for her. Before her passing, she asked that I continue including batik in my designs and make it my priority to introduce and promote it to the international stage. Since then, I have always been representing Malaysia and going to China, Paris, Thailand, Hong Kong, Shanghai and Japan to promote my Batik collections in exhibitions and fashion shows. What would you say is the most challenging aspect behind the creation and usage of batik? When thinking about challenges, I like to ask myself questions. How to transform the old design and patterns, changing the preconceived pattern and design everyone has about batik? How do I transform the mindset of the public, that batik is only meant for formal functions in Malaysia? Malaysians don’t wear it for parties unless it is a specified theme
